Kendra Scott Jewelry has captivated fashion lovers with its vibrant gemstones, customizable designs, and accessible price points. Since its humble beginnings in Austin, Texas, in 2002, the brand has evolved into a billion-dollar empire, gracing jewelry boxes across the nation.

In 2025, Kendra Scott continues to shine with exciting new collections, innovative collaborations, and strategic expansions. However, as the jewelry industry shifts toward sustainability and bold statement pieces, the brand faces challenges in keeping up with evolving consumer demands. This article delves into the latest developments, key trends, and expert styling tips while also addressing the controversies surrounding the brand.

Kendra Scott’s Evolution: From Local Startup to National Icon

Kendra Scott’s journey began with a heartfelt mission—creating stylish hats for women undergoing chemotherapy, inspired by her stepfather’s cancer battle. When the hat business didn’t take off, she turned to jewelry, crafting handmade pieces and selling them door-to-door to local boutiques.

Her breakthrough came when Nordstrom picked up her collection, propelling Kendra Scott into the national spotlight. By 2010, she opened her first store in Austin, setting the stage for rapid expansion. Fast forward to 2025, and the brand boasts 149 locations across the U.S., with plans to open at least 20 more this year, as reported by USA Today.

One of the brand’s biggest draws is its Color Bar, a customization feature allowing shoppers to personalize their jewelry by choosing stones and metals. This interactive experience, combined with affordable pricing (ranging from $40 to $200), makes Kendra Scott a go-to brand for women who want stylish, everyday accessories without the luxury price tag.

Beyond business success, philanthropy is a core pillar of Kendra Scott’s brand. The Kendra Scott Foundation has donated millions to women’s and children’s charities, while events like Kendra Gives Back support local communities. Despite its strong brand values, concerns over supply chain transparency and material sourcing have sparked debates about ethical production—a topic worth exploring further.

Kendra Scott’s 2025 Expansions and Collaborations

Kendra Scott is making big moves in 2025, solidifying its retail presence and launching exciting collaborations:

• New Store Openings: USA Today reports that the brand plans to open 20 new stores in 2025, adding to its existing 149 locations. Recent expansions include a store at Fenton in Cary, North Carolina, which opened in late 2024, joining established locations in Raleigh and Durham.
• Yellow Rose by Kendra Scott: A western-inspired collection designed for the modern cowgirl. The brand plans to open two additional Yellow Rose stores in 2025 following the success of its SoCo Austin flagship store. Exclusive collaborations with Wrangler further reinforce this theme.
• Dolly Parton x Kendra Scott Collection: In November 2024, Us Weekly announced a 10-piece jewelry collection inspired by the 50th anniversary of Dolly Parton’s Love Is Like a Butterfly album. Featuring butterfly and heart motifs, the line includes statement rings, elegant earrings, and mother-of-pearl designs priced between $70-$80.
• Disney x Kendra Scott Jewelry Collection: Announced via X (formerly Twitter) in March 2025, this collaboration hints at Disney-inspired charms and nostalgia-driven jewelry, though full details remain under wraps.

While these expansions and partnerships showcase Kendra Scott’s ability to stay culturally relevant, some question whether the brand is stretching itself too thin in an era dominated by online shopping. Are these collaborations innovative, or are they primarily marketing strategies to maintain buzz?

Kendra Scott and 2025 Jewelry Trends: How They Compare

Jewelry trends in 2025 blend maximalism, personalization, sustainability, and Western influences. How does Kendra Scott measure up?

Maximalism and Statement Pieces

High-fashion brands like Saint Laurent and Valentino are embracing oversized jewelry, chunky chains, and bold embellishments in 2025. While Kendra Scott offers chain necklaces worn by celebrities like Gwyneth Paltrow and Ashley Benson (as noted by Page Six in 2023), its core collection remains minimalist. Expanding into bigger, bolder designs could help attract fashion-forward customers.

Personalization and Sentimental Jewelry

Customizable jewelry remains a major trend in 2025, with charm necklaces and personal storytelling pieces leading the way. Kendra Scott’s Color Bar fits perfectly into this category, allowing customers to create one-of-a-kind pieces. The Dolly Parton butterfly designs and the upcoming Disney collection also capitalize on sentimental jewelry trends.

Minimalism and Everyday Wear

Despite the rise of maximalism, minimalist jewelry remains a wardrobe staple. Kendra Scott continues to thrive in this space, with its Elisa Necklace and delicate huggie hoops remaining must-haves. The Target collaboration, launched in 2023, introduced budget-friendly, minimalist designs, making the brand even more accessible.

Sustainability and Ethical Concerns

Sustainability is a hot topic in the jewelry industry, with brands like Ana Luisa and Mejuri emphasizing eco-friendly practices. While Kendra Scott offers 14K gold over brass and genuine stones, there’s limited transparency regarding material sourcing and ethical production. Some customers have raised concerns over dyed magnesite (a softer stone used in place of turquoise), questioning the quality of materials used in collaborations like Wrangler x Kendra Scott.

Western and Boho Aesthetic

The Western-inspired fashion movement is stronger than ever, fueled by major runways and country music culture. Kendra Scott’s Yellow Rose line taps into this trend with cowgirl-chic designs, natural stones, and boho-inspired statement pieces. With cowboy boots and fringe making waves in 2025, this collection has strong potential.

How to Style Kendra Scott Jewelry in 2025

Wondering how to incorporate Kendra Scott’s latest pieces into your wardrobe? Here are some expert styling tips:

• Layered Necklaces for a Trendy Look: Stack dainty chokers with longer pendant necklaces for a stylish, effortless effect.
• Statement Earrings for Bold Impact: Pair oversized hoops or drop earrings with sleek hairstyles to let them shine.
• Western Glam with Yellow Rose Collection: Combine Yellow Rose earrings with a denim jacket and cowboy boots for a modern cowgirl vibe.
• Minimalist Everyday Jewelry: Keep it simple with gold huggies, stackable rings, and a delicate Elisa pendant for a polished, everyday look.

Is Kendra Scott Still Worth Buying in 2025?

Despite growing competition, Kendra Scott remains a trusted and fashion-forward jewelry brand. Here’s what works in its favor:

✔ Affordable luxury – High-quality materials at reasonable prices
✔ Customizable options – The Color Bar keeps designs fresh and personal
✔ Strong brand identity – Philanthropy and community engagement set it apart

However, areas like sustainability, transparency, and trend adaptation need improvement. Addressing concerns about ethical sourcing and expanding bolder designs could strengthen the brand’s long-term success.

Final Thoughts

Kendra Scott Jewelry continues to evolve in 2025, offering exciting new collections while facing industry challenges. Whether you’re a long-time fan or a first-time buyer, the brand’s blend of affordable elegance and sentimental designs keeps it a favorite in the jewelry world.

As trends shift, Kendra Scott has the opportunity to embrace sustainability and bolder fashion statements to maintain its influence. Will they rise to the occasion? Only time will tell—but for now, their timeless appeal and stylish charm remain undeniable.